Mastering the Art of Client Attraction: How to Use Lead Magnets in Your Marketing

That's what this show is all about . On today's episode of the show , I'm going to be talking about attracting new clients , how to get them to you , and then hat tip to my friend , colin Rahm in South Carolina how not to get them to you . Colin turned us on to a really interesting set of web ads that are being run by a lead generation company .

I'll talk about exactly what that is in the show . But before we get to that , I have a free gift for you . This is becoming a thing I guess . I gave away my life happiness index last week . I'm going to give away this week something called a league magnet . If you know anything about me , I'm a massive Alex Hormoz fanboy .

Alex Hormoz has got this new book $100 million leads how to Get Strangers to Want to Buy your Stuff . He talks about creating a lead magnet If you're a lawyer and you've read this book , or you've read about this book , you're probably wondering what the hell does that even look like in a law firm ?

I want to give you the 33-page guide to creating your own lead generation magnet that we've been using in our law firm at Bangloss Law for the last 20 years to generate auto accident cases and to become a nationwide leader in the risk of disability space . That's yours for free . Just go to GLMMagnetcom , as in great legal marketing magnet GLMMagnetcom .

You give me your email address . I'm going to send you this free report on how to create the thing that's going to attract more clients to your law firm . All right , let's get into it .

Now here's your host , brian Glass .

And paying somebody else is the easy way to do it , but you get what you pay for . And there's a phrase in legal marketing where , when you've outsourced your marketing , you outsource your ethics .

My friend , colin Rom , down in South Carolina , sent me a video ad from a lead generation company called Case Connect earlier this week and just said hey , what do you think of this ?

And I'd seen these guys because they send these cold reach outs to us every once in a while and the promise is always something like hey , we're going to deliver you 30 ready to sign auto accident cases this month generated from social media .

And the thing about not necessarily this company , but most of these lead generation companies is that they won't show you the marketing collateral that they're putting out to generate these leads .

What they do is they send you an email , and sometimes it's like they send you and all their other clients the same email at the same time , and whoever calls the client first is the one that gets them on the phone , sometimes signs them , sometimes not .

But you never really know what is the thing that provoked this person to click on the ad and to give them information about their case . That is , you didn't know that until Facebook opened up the ad library .

And now if you want to see what kind of ads a company is running currently and what kind of ads they've run in the past , you could just go to the Facebook ad library and you get there by Google . It's pretty easy .

Type in the company's name and you could see all the ads that they're running , along with the copy and some of the video and some of the photos , and for the older stuff you could see , I think , what their approximate spend was and approximately how many impressions it got them .

So that's cool from the perspective of you can look and you could just make the assumption that if a company ran the same ad or the same version of an ad for a long time or multiple times , that it probably worked , and so if you're good enough at looking at these things , you can R&D or rip off and duplicate the ad , put your own spin on it , and you're

already most of the way to a successful digital marketing campaign . And so when you look in the ad library , you can see the campaigns that these people are running , and so I'll just play you one of their ads right now .

The promise is it's going to tell you what your case is worth . Of course it doesn't do that . It then routes your information to a lawyer who calls you , and the problem with that is the promise to you was you don't have to use an attorney , and now there's an attorney calling you . So it's a complete mismatch of message to market .

In some of the other iterations of that ad , they talk about an AI lawyer who's just as good as a Harvard law grad , and they talk about how you don't need a greedy lawyer on your case .

And so what happens is you're the purchaser of these leads , is you're paying typically by the phone call or by the email that they send you to be connected to this person who clicked on an ad , thinking they weren't actually going to be talking to a lawyer , and so , of course , they don't end up signing up with you , and when they do end up signing up with

you , if somehow your intake team manages to talk them into hiring you when they didn't want to hire a greedy lawyer on their case there's this disconnect between the message , which is I got $140,000 in less than 30 seconds and the length of time that it actually takes to run an auto accident injury case .

And so these people , if they do become your clients , are terrible clients because they their expectations are off the charts from the very beginning . And so how do we solve that problem ?

How do we acquire clients who have some expectation or some knowledge of what it is that they're getting into , and how do we prep them for the first phone call and arm them with questions that are good , questions that lead them towards hiring us ? That's what the whole concept of the lead magnet is all about .

If you're in a practice area , with a client journey from the first time that they hear about you or the first time that they discover a problem to the time that they hire you is a little bit longer .

I think having a book or having a report or having a series of videos something that you can give them for free in exchange for their contact information is absolutely invaluable because it tells them what to expect from you .

And now here's the thing it's not flashy marketing , it's not click here by now , it can't be , because it's got to be setting you up as the person at the top of the mountain who's got the answers to all of their questions and it's got to be preparing them for the fact that this is not a 30 second endeavor that we're embarking on . Like .

I actually don't think most people want to have $140,000 case . It's great to get $140,000 . You don't want $140,000 injury , because those are bad injuries . They typically involve surgery , some kind of brain injury or an extended period of time out of work . If you have one of those cases , we want to talk with you because we can help you .

But it's not a 30 second thing . And the thing is , in my experience there's usually a couple of different kinds of people who are in the market for legal services . There are people who recognize that they have a problem and they just want you to solve it , and a lot of times recently that's been auto accident people , like they've been in a crash .

They don't want to do with the insurance company , they don't care necessarily how you solve their problem , they just want you to solve their problem , and so in our auto accident practice we are not using these lead magnets .

For 95% of the people and they contact us , we are going from initial phone call to intake coordinator to lawyer to signed client , usually in a pretty quick manner . Now in the other 5% of cases the people who actually want information we've got two books that we're sending out to them .

One is called Five Deadly Sins about ways that you can wreck your auto accident case mistakes that you can make , either by hiring the wrong lawyer , getting the wrong kind of medical care , posting stupid stuff online nothing .

Or we're sending them a book called the Truth About Lawyer Advertising , which talks about all these stupid lead gen things and talks about all of the dumb things that lawyers say about hundreds of millions of dollars recovered , but they don't tell you that there's 300 lawyers working to get to that number All of the dumb things that we say that really are

meaningless and explaining that most of the stuff that people see on lawyer billboards is nonsense .

So for the 5% of people that actually want more information , we're sending that out and this report is going to tell you all about how you generate your first report , how you cultivate your first book , how you maybe start putting some YouTube videos or some information out into the world for people that are looking for more information .

Now , on the other side of our practice on the Arisso long term disability side of our practice it's a much slower client journey because we can't do anything on those cases until the client has a denial letter from the insurance company , and even that takes some time .

What happens is the insurance company often will tip their hand and say we were going to deny you for this reason or that , but they haven't actually formally sent the denial letter . So that's when people start shopping for lawyers and the process is longer because they're .

Frankly , are not that many lawyers in Virginia that do what we do and there are not that many lawyers in the nation that do what we do on the Arisso long term disability side .

But certainly if I had a family law practice or if I had an estate planning practice , for sure I would have this free report and this would be the format of my report Number one . You are so smart . Most people aren't good at looking for lawyers . Most people don't do any research .

Most people don't even try to solve this problem that you have , or they try to DIY it or whatever . You were so smart for reaching out and asking for the support . We're reinforcing . Number one , that they made the right decision .

Number two we're going through all the frequently asked questions and if you've done this for any length of time , off the top of your head , the top 10 to 15 things that people ask and if you don't know , your intake team knows this is not hard to generate when we get through the frequently asked questions .

We're getting now to the list of things that they should know , and this is the list of things that you bring up in these initial consultations and shock on people's face for the first time because they didn't even know that they didn't know this .

So in an immigration problem , it might be like what happens with an H1V visa or like what's the strange regulation on the books that if this one thing happens , then we move your case to the front of the line or all the way to the back of the line . Number four part four .

Part four is here's how difficult this process is if you try to navigate it on your own . You want to create a little bit of anxiety you want to create , certainly anxiety that they might hire the wrong lawyer , and you want to reinforce the decision that you are the right lawyer for them . Five is a basic info product aspect .

You're going to pack it with proof . So all your positive Google reviews . He rocked up over the years the testimonials from former clients . We're going to put that in five , and then chapter six of this thing , and now it's like a full blown

thing . Chapter six of this thing is where else they should look , and it's probably some other book or some other report that you've written .

Maybe it's your YouTube channel , your Instagram page , things like that and , of course , all of this is designed to lead them to the decision that you were the best lawyer for their case because you gave all this stuff away for free .

Again , one of the principles of Alex Hormozzi's teaching is like you have to give your best stuff away for free , because people will then think if the free shit is that good , how good must this stuff behind the curtain be ?

And so by giving people all this information for free , upfront , you're showing up differently than the lawyers that either charge for initial consultations or you can't even get in for the initial consultation or you've got to sign the agreement before you figure out how we're going to solve your case or even whether whether right law firm for you .

So that's the outline of the report . In the report we of course , dive into all the tactical stuff . How do you license a book from somebody else ? How do you generate your own book ? How do you get your staff to help you in generating the book ?

And then , once you've got all the material , where do you go to have it packaged and have somebody make it look pretty and print it and all those things ?

If you want to get your hands on this free report on how to generate a lead magnet for your law firm , how to get clients who you actually want to serve , who already think that you're a genius , go to GLMMagnetcom . I'm going to link that in the show description and I want you to have a great weekend .